Easy as a green run: How Vail Resorts built an AI assistant to automate personalized recommendations

For skiers and snowboarders, every moment on the mountain is about maximizing the fun — chasing fresh lines, perfecting a new trick, or exploring new terrain. Whether they're exploring a familiar favorite or visiting a new mountain for the first time, riders want the right info at their fingertips so they can move with confidence, find hidden gems, and feel like they belong from the moment they arrive. It’s a big part of the reason Vail Resorts launched My Epic Assistant during the 2024-2025 snow season. Vail operates some of the most iconic and beloved mountain destinations in the world (Whistler Blackcomb, Park City Mountain, Stowe, and Crested Butte, to name a few). The company wanted every guest to feel fully supported by their new app — able to get quick, helpful answers and discover everything their mountain has to offer, all in a way that keeps them immersed in the experience. Just think, would you rather be looking for an info booth, or getting help from the app while riding th